
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
Episode 200: May 2026 Income Report
Welcome to my May 2026 Income Report where I share how much we made, how much we spent and all of the lessons I learned along the way.
In This Episode:
The May 2026 numbers and what they really mean when you look at 18 months of rolling data
How one outreach email turned into an unexpected speaking opportunity in front of the exact right audience.
What walking a half marathon along the coast of Spain without her laptop taught me about my business.
The future of the Web Designer Academy, and why I’m bringing Package Matrix™ Method to other freelancers, coaches, and consultants
What "playing to win" actually looks like -even when the numbers are down
Resources Mentioned:
Web Designer Academy Open House - request to come to our next Live Strategy Call
Next Level Mastermind - for web designers ready to break through to their next level
ShannonMattern.com - home of the Package Matrix Method for all service providers
Related Episodes:
#196 - April 2026 Income Report
#192 - March 2026 Income Report
#189 - How To Price Custom Web Design Projects with Shannon Mattern
About Shannon Mattern
Shannon Mattern is a Pricing Strategist and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
Website: webdesigneracademy.com
Instagram: @profitablewebdesigner
TikTok: @profitablewebdesigner
YouTube: @profitablewebdesigner
LinkedIn: shannonmattern
Jun 26
4 min

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
Episode 200: May 2026 Income Report
Welcome to my May 2026 Income Report where I share how much we made, how much we spent and all of the lessons I learned along the way.
In This Episode:
The May 2026 numbers and what they really mean when you look at 18 months of rolling data
How one outreach email turned into an unexpected speaking opportunity in front of the exact right audience.
What walking a half marathon along the coast of Spain without her laptop taught me about my business.
The future of the Web Designer Academy, and why I’m bringing Package Matrix™ Method to other freelancers, coaches, and consultants
What "playing to win" actually looks like -even when the numbers are down
Resources Mentioned:
Web Designer Academy Open House - request to come to our next Live Strategy Call
Next Level Mastermind - for web designers ready to break through to their next level
ShannonMattern.com - home of the Package Matrix Method for all service providers
Related Episodes:
#196 - April 2026 Income Report
#192 - March 2026 Income Report
#189 - How To Price Custom Web Design Projects with Shannon Mattern
About Shannon Mattern
Shannon Mattern is a Pricing Strategist and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
Website: webdesigneracademy.com
Instagram: @profitablewebdesigner
TikTok: @profitablewebdesigner
YouTube: @profitablewebdesigner
LinkedIn: shannonmattern
Jun 24
56 min

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: webdesigneracademy.com/proposal
Episode 199: The Sneaky Word Sabotaging Your Web Design Business with Aiza Cheung of Studio Coya
In this episode, I'm joined by brand designer Aiza Cheung of Studio Coya - a branding studio specializing in turning signature offers into recognizable, sellable brands.
Aiza shares the time she almost abandoned the exact offer her clients loved most because she thought she should be doing something bigger. We talk about the 'should' trap, her pricing evolution, how she structures her business around travel and flexibility, and the mindset blocks that keep capable service providers from showing up fully.
What You'll Learn:
Why 'should' is one of the most dangerous words in your business - and how to spot it
What it looks like to design your business around the life you actually want
Taking your foot off the brake: the mindset work underneath the business strategy
Resources Mentioned:
Studio Coya: https://studiocoya.com/
Aiza on Instagram: @studiocoya
Nourish Your Brand Podcast by Aiza Cheung - search on your podcast app
Next Level Mastermind: webdesigneracademy.com/next-level-mastermind
Related Episodes:
Episode 191: How To Choose the Right Web Design Business Model - https://webdesigneracademy.com/how-to-choose-the-right-web-design-business-model/
Episode 189: How To Price Custom Web Design Projects with Shannon Mattern - https://webdesigneracademy.com/how-to-price-custom-web-design-projects-with-shannon-mattern/
About the Guest
Aiza Cheung is the brand chef and designer behind Studio Coya, a branding studio with a food-themed twist. She specializes in branding signature offers for high-achieving service providers through her seven-day Offer Oven sprint. Aiza helps business owners make their best work recognizable, clear, and ready to sell.
About Shannon Mattern:
Shannon Mattern is a pricing strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast
🌐 Website: https://webdesigneracademy.com
📱Instagram: https://instagram.com/profitablewebdesigner
📱TikTok: https://tiktok.com/@profitablewebdesigner
📺 YouTube: https://youtube.com/@profitablewebdesigner
🤝 LinkedIn: https://linkedin.com/in/shannonmattern
Jun 19
5 min

Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: webdesigneracademy.com/proposal
Episode 199: The Sneaky Word Sabotaging Your Web Design Business with Aiza Cheung of Studio Coya
In this episode, I'm joined by brand designer Aiza Cheung of Studio Coya - a branding studio specializing in turning signature offers into recognizable, sellable brands.
Aiza shares the time she almost abandoned the exact offer her clients loved most because she thought she should be doing something bigger. We talk about the 'should' trap, her pricing evolution, how she structures her business around travel and flexibility, and the mindset blocks that keep capable service providers from showing up fully.
What You'll Learn:
Why 'should' is one of the most dangerous words in your business - and how to spot it
What it looks like to design your business around the life you actually want
Taking your foot off the brake: the mindset work underneath the business strategy
Resources Mentioned:
Studio Coya: https://studiocoya.com/
Aiza on Instagram: @studiocoya
Nourish Your Brand Podcast by Aiza Cheung - search on your podcast app
Next Level Mastermind: webdesigneracademy.com/next-level-mastermind
Related Episodes:
Episode 191: How To Choose the Right Web Design Business Model - https://webdesigneracademy.com/how-to-choose-the-right-web-design-business-model/
Episode 189: How To Price Custom Web Design Projects with Shannon Mattern - https://webdesigneracademy.com/how-to-price-custom-web-design-projects-with-shannon-mattern/
About the Guest
Aiza Cheung is the brand chef and designer behind Studio Coya, a branding studio with a food-themed twist. She specializes in branding signature offers for high-achieving service providers through her seven-day Offer Oven sprint. Aiza helps business owners make their best work recognizable, clear, and ready to sell.
About Shannon Mattern:
Shannon Mattern is a pricing strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast
🌐 Website: https://webdesigneracademy.com
📱Instagram: https://instagram.com/profitablewebdesigner
📱TikTok: https://tiktok.com/@profitablewebdesigner
📺 YouTube: https://youtube.com/@profitablewebdesigner
🤝 LinkedIn: https://linkedin.com/in/shannonmattern
Jun 17
58 min

👉Register for our next Web Designer Academy Live Q&A here
──────────────────────────────
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
──────────────────────────────
If you have ever gotten to the end of a web design project and thought, "I should have charged double" - this episode is for you.
In this live Q&A, Shannon Mattern walks through the three-step pricing framework she teaches inside the Web Designer Academy - free consultation, paid discovery, and package matrix - and answers real questions from web designers about add-on services, paid discovery for small sites, design skills and pricing, Shopify client acquisition, and nonprofit clients. Real student results shared: $2,500 to $8,000, $5,000 to $15,000, $10,000 to $35,000, and two projects booked at $35,000 and $42,000 within 60 days.
What You'll Learn
Why undercharging is a process problem, not a pricing problem or a skills problem
The three things every client needs to believe before they say yes - and how to design your consultation to build all three
How free consultation, paid discovery, and the package matrix work together to shift from cost-based to value-based selling
Whether paid discovery makes sense for small brochure sites - and what you miss when you skip it
Why your design aesthetic is not what determines how much you can charge
How to land your first Shopify client through relationship marketing instead of freelance platforms
Key Timestamps
[00:00] Introduction and how today's session works
[07:14] Real student pricing results
[09:38] It's not a pricing problem - it's a process problem
[11:52] Free consultation, paid discovery, and package matrix overview
[21:23] Live Q&A begins
[22:33] Add-on services and cost vs. value-based decisions (Emily)
[27:58] Design skills and pricing confidence (Amber)
[35:02] Paid discovery for small brochure sites (Lisa)
[50:04] Landing your first Shopify client (Pradeep)
[57:24] Package matrix for nonprofit clients (Marcy)
[01:04:06] Web Designer Academy program options
Resources Mentioned
Package Matrix Template: webdesigneracademy.com/template
Web Designer Academy Programs: webdesigneracademy.com/program
Book a Discovery Call: webdesigneracademy.com/calendar
Attend a Live Strategy Call: webdesigneracademy.com/open-house
Related Episodes
Episode 189: How To Price Custom Web Design Projects
Episode 191: How To Choose the Right Web Design Business Model
Episode 186: The Web Designer's Guide to Dealing With Difficult Clients
About Shannon Mattern
Shannon Mattern is a pricing strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast
🌐 Website: https://webdesigneracademy.com
📱Instagram: https://instagram.com/profitablewebdesigner
📱TikTok: https://tiktok.com/@profitablewebdesigner
📺 YouTube: https://youtube.com/@profitablewebdesigner
🤝 LinkedIn: https://linkedin.com/in/shannonmattern
Jun 12
4 min

👉Register for our next Web Designer Academy Live Q&A here
──────────────────────────────
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
──────────────────────────────
If you have ever gotten to the end of a web design project and thought, "I should have charged double" - this episode is for you.
In this live Q&A, Shannon Mattern walks through the three-step pricing framework she teaches inside the Web Designer Academy - free consultation, paid discovery, and package matrix - and answers real questions from web designers about add-on services, paid discovery for small sites, design skills and pricing, Shopify client acquisition, and nonprofit clients. Real student results shared: $2,500 to $8,000, $5,000 to $15,000, $10,000 to $35,000, and two projects booked at $35,000 and $42,000 within 60 days.
What You'll Learn
Why undercharging is a process problem, not a pricing problem or a skills problem
The three things every client needs to believe before they say yes - and how to design your consultation to build all three
How free consultation, paid discovery, and the package matrix work together to shift from cost-based to value-based selling
Whether paid discovery makes sense for small brochure sites - and what you miss when you skip it
Why your design aesthetic is not what determines how much you can charge
How to land your first Shopify client through relationship marketing instead of freelance platforms
Key Timestamps
[00:00] Introduction and how today's session works
[07:14] Real student pricing results
[09:38] It's not a pricing problem - it's a process problem
[11:52] Free consultation, paid discovery, and package matrix overview
[21:23] Live Q&A begins
[22:33] Add-on services and cost vs. value-based decisions (Emily)
[27:58] Design skills and pricing confidence (Amber)
[35:02] Paid discovery for small brochure sites (Lisa)
[50:04] Landing your first Shopify client (Pradeep)
[57:24] Package matrix for nonprofit clients (Marcy)
[01:04:06] Web Designer Academy program options
Resources Mentioned
Package Matrix Template: webdesigneracademy.com/template
Web Designer Academy Programs: webdesigneracademy.com/program
Book a Discovery Call: webdesigneracademy.com/calendar
Attend a Live Strategy Call: webdesigneracademy.com/open-house
Related Episodes
Episode 189: How To Price Custom Web Design Projects
Episode 191: How To Choose the Right Web Design Business Model
Episode 186: The Web Designer's Guide to Dealing With Difficult Clients
About Shannon Mattern
Shannon Mattern is a pricing strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy, where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout, and break through to their next level of income and freedom.
🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast
🌐 Website: https://webdesigneracademy.com
📱Instagram: https://instagram.com/profitablewebdesigner
📱TikTok: https://tiktok.com/@profitablewebdesigner
📺 YouTube: https://youtube.com/@profitablewebdesigner
🤝 LinkedIn: https://linkedin.com/in/shannonmattern
Jun 10
1 hr 6 min

Sponsored by Web Designer Anthology Stop building from scratch on every project. Web Designer Anthology gives you conversion-focused website templates, strategic frameworks, and design-systems methodology so you can work smarter and make more in less time.
Get access to 20 conversion-structured website templates, 600+ strategic design assets, homepage and sales page formulas, and an AI assistant trained to help you build results-driven websites faster.
🎁 My listeners get their first month FREE with code SHANNON at https://webdesigneranthology.com/podcast
──────────────────────────────
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
──────────────────────────────
Building Visual Trust in an Artificial World with Pippa Tanko
Your visuals are always telling a story. In Episode 197, visual storyteller and personal brand strategist Pippa Tanko joins Shannon to talk about why web designers' websites often fail to convert - and why the answer has almost nothing to do with the portfolio.
Pippa managed brand photography and imagery for Harrods before building her own business helping creative entrepreneurs build personal brands that feel visible, genuine, and aligned. She breaks down how trust is built (or broken) in milliseconds through imagery, what hiding behind stock photos and a portfolio is costing you, and how brand photography can shift your mindset as much as your marketing.
If any of this resonates, this episode is the one to listen to.
What You'll Learn:
How your visuals communicate trust before a single word is read
What stock photos and the word "we" are signaling to clients
What authentic, trust-building brand visuals actually look like
How Pippa's own brand shoot shifted her mindset and changed her business
The "just for today" mindset practice for stepping into your future self
Resources Mentioned:
Pippa Tanko's website: andpip.co.uk
Pippa Tanko on LinkedIn: Pippa Tanko
Pippa's Brand Presence Scorecard (on her LinkedIn profile)
Simply Profitable Designer Summit: simplyprofitabledesigner.com
Related Episodes:
Episode 193: Stop Waiting for Referrals and Get Booked Out with Sarah Noel Block
Episode 188: Stop Starting From Scratch - The Web Designer Anthology Method with Tiffany Pichardo
Episode 189: How To Price Custom Web Design Projects with Shannon Mattern
About Pippa Tanko: Pippa Tanko is a visual storyteller and personal brand strategist who helps visionary creatives build personal brands that feel visible, genuine, and aligned. andpip.co.uk | LinkedIn
About Shannon Mattern: Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: webdesigneracademy.com
For Service Providers, Consultants & Agencies: shannonmattern.com
LinkedIn: linkedin.com/in/shannonmattern
Instagram: @profitablewebdesigner | @shannonlmattern
Jun 5
5 min

Sponsored by Web Designer Anthology Stop building from scratch on every project. Web Designer Anthology gives you conversion-focused website templates, strategic frameworks, and design-systems methodology so you can work smarter and make more in less time.
Get access to 20 conversion-structured website templates, 600+ strategic design assets, homepage and sales page formulas, and an AI assistant trained to help you build results-driven websites faster.
🎁 My listeners get their first month FREE with code SHANNON at https://webdesigneranthology.com/podcast
──────────────────────────────
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
──────────────────────────────
Building Visual Trust in an Artificial World with Pippa Tanko
Your visuals are always telling a story. In Episode 197, visual storyteller and personal brand strategist Pippa Tanko joins Shannon to talk about why web designers' websites often fail to convert - and why the answer has almost nothing to do with the portfolio.
Pippa managed brand photography and imagery for Harrods before building her own business helping creative entrepreneurs build personal brands that feel visible, genuine, and aligned. She breaks down how trust is built (or broken) in milliseconds through imagery, what hiding behind stock photos and a portfolio is costing you, and how brand photography can shift your mindset as much as your marketing.
If any of this resonates, this episode is the one to listen to.
What You'll Learn:
How your visuals communicate trust before a single word is read
What stock photos and the word "we" are signaling to clients
What authentic, trust-building brand visuals actually look like
How Pippa's own brand shoot shifted her mindset and changed her business
The "just for today" mindset practice for stepping into your future self
Resources Mentioned:
Pippa Tanko's website: andpip.co.uk
Pippa Tanko on LinkedIn: Pippa Tanko
Pippa's Brand Presence Scorecard (on her LinkedIn profile)
Simply Profitable Designer Summit: simplyprofitabledesigner.com
Related Episodes:
Episode 193: Stop Waiting for Referrals and Get Booked Out with Sarah Noel Block
Episode 188: Stop Starting From Scratch - The Web Designer Anthology Method with Tiffany Pichardo
Episode 189: How To Price Custom Web Design Projects with Shannon Mattern
About Pippa Tanko: Pippa Tanko is a visual storyteller and personal brand strategist who helps visionary creatives build personal brands that feel visible, genuine, and aligned. andpip.co.uk | LinkedIn
About Shannon Mattern: Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
For Web Designers: webdesigneracademy.com
For Service Providers, Consultants & Agencies: shannonmattern.com
LinkedIn: linkedin.com/in/shannonmattern
Instagram: @profitablewebdesigner | @shannonlmattern
Jun 3
53 min

Sponsored by Web Designer Anthology Stop building from scratch on every project. Web Designer Anthology gives you conversion-focused website templates, strategic frameworks, and design-systems methodology so you can work smarter and make more in less time.
Get access to 20 conversion-structured website templates, 600+ strategic design assets, homepage and sales page formulas, and an AI assistant trained to help you build results-driven websites faster.
🎁 My listeners get their first month FREE with code SHANNON at https://webdesigneranthology.com/podcast
──────────────────────────────
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
──────────────────────────────
April 2026 Income Report
In this month's income report, Shannon shares $22,809.76 in April inflow - and the full story of a month that changed everything. We go through the numbers: payment plan recurring revenue, two new Web Designer Academy enrollments, one new Next Level Mastermind student, and the $11,600+ tax bill that set off a thought spiral Shannon couldn't outwork her way through.
But this episode goes deeper than the numbers. Shannon shares the Q1 burnout pattern she's been repeating for years without realizing it, the ER visit and overnight hospital stay after a cardiac event on April 17th, and what finally shifted when her team had an intervention with her in Atlanta. She talks about the connection between her thinking, her nervous system, and her results... and the real changes she's making going forward - including saying goodbye to TikTok and letting her team lead.
What You'll Learn:
How payment plan recurring revenue enables forward business planning
Why Q1 consistently underperforms compared to COVID-era enrollment highs - and why the comparison is a trap
The thought spiral that follows an unexpected tax bill (and how to separate the number from what you make it mean)
How fight-or-flight thinking drives overwork - and why working harder doesn't close the revenue gap
What it cost Shannon to keep refusing help - and what finally made her say yes
The changes she's making to how she markets, manages her team, and takes care of herself going forward
Resources Mentioned:
Web Designer Academy
Next Level Mastermind
High-Converting Proposal Template
Anchor High Podcast
Simply Profitable Designer Summit
Related Episodes:
#192 - March 2026 Income Report
#190 - What Every Web Designer Needs to Know About Taxes with Hannah Cole
#187 - February 2026 Income Report
About Shannon Mattern:
Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast
🌐 Website: https://webdesigneracademy.com
📱Instagram: https://instagram.com/profitablewebdesigner
📱TikTok: https://tiktok.com/@profitablewebdesigner
📺 YouTube: https://youtube.com/@profitablewebdesigner
🤝 LinkedIn: https://linkedin.com/in/shannonmattern
May 29
4 min

Sponsored by Web Designer Anthology Stop building from scratch on every project. Web Designer Anthology gives you conversion-focused website templates, strategic frameworks, and design-systems methodology so you can work smarter and make more in less time.
Get access to 20 conversion-structured website templates, 600+ strategic design assets, homepage and sales page formulas, and an AI assistant trained to help you build results-driven websites faster.
🎁 My listeners get their first month FREE with code SHANNON at https://webdesigneranthology.com/podcast
──────────────────────────────
Grab our High-Converting Proposal Template and learn what to include (and what to leave out) to turn more of your proposals into higher-paying clients: https://webdesigneracademy.com/template
──────────────────────────────
April 2026 Income Report
In this month's income report, Shannon shares $22,809.76 in April inflow - and the full story of a month that changed everything. We go through the numbers: payment plan recurring revenue, two new Web Designer Academy enrollments, one new Next Level Mastermind student, and the $11,600+ tax bill that set off a thought spiral Shannon couldn't outwork her way through.
But this episode goes deeper than the numbers. Shannon shares the Q1 burnout pattern she's been repeating for years without realizing it, the ER visit and overnight hospital stay after a cardiac event on April 17th, and what finally shifted when her team had an intervention with her in Atlanta. She talks about the connection between her thinking, her nervous system, and her results... and the real changes she's making going forward - including saying goodbye to TikTok and letting her team lead.
What You'll Learn:
How payment plan recurring revenue enables forward business planning
Why Q1 consistently underperforms compared to COVID-era enrollment highs - and why the comparison is a trap
The thought spiral that follows an unexpected tax bill (and how to separate the number from what you make it mean)
How fight-or-flight thinking drives overwork - and why working harder doesn't close the revenue gap
What it cost Shannon to keep refusing help - and what finally made her say yes
The changes she's making to how she markets, manages her team, and takes care of herself going forward
Resources Mentioned:
Web Designer Academy
Next Level Mastermind
High-Converting Proposal Template
Anchor High Podcast
Simply Profitable Designer Summit
Related Episodes:
#192 - March 2026 Income Report
#190 - What Every Web Designer Needs to Know About Taxes with Hannah Cole
#187 - February 2026 Income Report
About Shannon Mattern:
Shannon Mattern is a Pricing Strategist, creator of the Package Matrix™ and the founder of the Web Designer Academy where she helps experienced women web designers book higher-paying web design projects, charge more with confidence, run projects without overworking and burnout and break through to their next level of income and freedom.
🎧 Profitable Web Designer Podcast: https://webdesigneracademy.com/podcast
🌐 Website: https://webdesigneracademy.com
📱Instagram: https://instagram.com/profitablewebdesigner
📱TikTok: https://tiktok.com/@profitablewebdesigner
📺 YouTube: https://youtube.com/@profitablewebdesigner
🤝 LinkedIn: https://linkedin.com/in/shannonmattern
May 27
56 min
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